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1、外文翻译原文ConsumerEvaluationofBrandExtensionMaterialSource:ConsumerEvaluationofBrandExtension[J].JournalofMarketing,1990(1)．Author:DavidA.Aaker&KevinLaneKellerTwostudieswereconductedtoobtaininsightsonhowconsumersformattitudestowardbrandextensions,(i.e.,useofanestablished
2、brandnametoenteranewproductcategory).Inonestudy,reactionsto20brandextensionconceptsinvolvingsixwell-knownbrandnameswereexamined.Attitudetowardtheextensionwashigherwhen(1)therewasbothaperceptionof"fit"betweenthetwoproductclassesalongoneofthreedimensionsandaperceptiono
3、fhighqualityfortheoriginalbrandor(2)theextensionwasnotregardedastooeasytomake.Asecondstudyexaminedtheeffectivenessofdifferentpositioningstrategiesforextensions.Theexperimentalfindingsshowthatpotentiallynegativeassociationscanbeneutralizedmoreeffectivelybyelaboratingo
4、ntheattributesofthebrandextensionthanbyremindingconsumersofthepositiveassociationswiththeoriginalbrand.Thefinancialriskofenteringnewmarketshasbecomeformidableformanyconsumerproductmanufacturers.Thecostofintroducinganewbrandinsomeconsumermarketshasbeenestimatedtorange
5、from$50milliontomorethan$100million(Brown1985),withatotalcostestimatedtorunto$150million(Tauber1988).Thepricetagismuchlargerthaninthe1970sinpartbecauseofthedramaticincreaseinmediacosts,themoreextensiveandaggressiveuseofpromotionsbyestablishedfirms,andthecostanddiffic
6、ultyofobtainingdistribution.Asaresult,firmsareusingestablishedbrandnamestofacilitateenteringnewmarkets.Onesuchapproachislineextension,wherebyacurrentbrandnameisusedtoenteranewmarketsegmentinitsproductclass(e.g.,DietCokeandLiquidTide).Anotherapproachisbrandextension,w
7、herebyacurrentbrandnameisusedtoenteracompletelydifferentproductclass(e.g.,Jellofrozenpuddingpops,Cloroxlaundrydetergent,IvoryshampooorNCRphotocopiers).Thestrategyofintroducingnewproductsasextensionshasbecomewidespread.From1977to1984,approximately40%ofthe120to175newbr
8、andsthatwereintroducedintosupermarketsannuallywereextensions(Nielsen1985).In1986,morethan$15billioninretailsalesandmorethan34%ofapp
